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February 22, 2022
The Cattlemen’s Beef Board (CBB) has released its official 2021 Annual Report, providing information about projects and results within each of the organization’s program areas: promotion, foreign marketing, consumer information, industry information, research and producer communications. The report also contains a financial statement of assets, liabilities and net assets from September 30, 2020, to September 30, 2021.
“Just when we thought we’d seen it all in 2020, 2021 came along and proved it, too, had surprises to throw our way. But through more pandemic, more fires and more drought, shortages of every variety, and the virtual breakdown of the world’s supply chain, the beef industry stayed tough. And not just tough…formidable,” stated 2021 Cattlemen’s Beef Board Chair Hugh Sandburg in the opening letter of the report.
Greg Hanes, chief executive officer of CBB, said compiling the annual report is an opportunity for CBB to examine what the Beef Checkoff and its contractors accomplished during the previous fiscal year and consider what should be focus on in the future. “It’s also another example of the Checkoff’s ongoing efforts to be more transparent with the producers who invest in our programs. We want them to know how their dollars are making a difference.”
Highlights within the 2021 CBB Annual Report include:
Fifteen million views of the Beef in the Early Years educational content encouraging parents to consider beef as a first food for their children.
A 20% increase in export value compared to the previous record pace established in 2018.
Incremental beef sales of 1.5 million accomplished through a partnership with retailer Sam’s Club designed to increase online beef purchases.
A 27.8% increase in producer subscriptions to the CBB’s newsletter, The Drive, both in print and online.
“The CBB shares the information within the annual report to solicit feedback and encourage producer involvement,” Hanes said. “The Beef Checkoff is an industry-wide initiative, and it has the greatest impact when all stakeholders work together. We’re looking forward to even more collaboration and success throughout 2022.”
Sandburg said beef has faced, and will continue to face challenges, “but producers across the country, the men and women who volunteer their time on the CBB and the fine Checkoff contractors who tell beef’s story well, will continue to rise to the occasion with a product and program built to last.”
Krissa Welshans grew up on a crop farm and cow-calf operation in Marlette, Michigan. Welshans earned a bachelor’s degree in animal science from Michigan State University and master’s degree in public policy from New England College. She and her husband Brock run a show cattle operation in Henrietta, Texas, where they reside with their son, Wynn.
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